АВТОМАТИЗАЦІЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ЯК НАСЛІДОК ІНФОРМАТИЗАЦІЇ СУСПІЛЬСТВА

Abstract

The article is devoted to a modern problem - the development of marketing under the conditions of informatization of the economy. The conducted analysis showed that the automation of marketing activity became possible, including thanks to the large-scale system program for the development of the economy of the new technological generation, the so-called digital economy. The use of automation tools in marketing activities allows you to significantly reduce transaction costs associated with the search, exchange and storage of information, optimize the processes associated with the creation of goods and services, and also allows you to provide constant feedback and the development of individual offers. Іncrease consumer interest in marketing programs and reduce the number of contacts with consumers, which radically improves marketing results, increases profitability. However, the transition to digital rails is not possible without leveling up digital literacy of the population, elimination of the lack of modern technologies and equipment, development of e-commerce platforms, modernization of information security standards at the state level and introduction of monitoring of their implementation. Therefore, the development of the era of automated marketing involves the development of digitalization of the economy in general, and the improvement of marketing tools. Thanks to this, companies can effectively monitor and analyze consumer data, develop more accurate and personalized marketing strategies, increase customer loyalty and increase profitability. However, companies should also be careful not to rely too heavily on automation and maintain a personal touch with their customers. The main disadvantages of marketing automation are cost, marketing automation requires large financial investments, especially for small businesses. The costs of acquiring, installing, configuring, and maintaining this technology can be high. And the risk of errors is also very high: marketing automation can lead to errors. Conclusions are drawn and prospects for further research are defined.